Over the years we have observed how the consumers have evolved in terms of choices & buying habits.
Mysore Deep Perfumery House (MDPH), a household name in agarbatti market with its flagship brand Zed Black Agarbatti on the auspicious occasion of Navratri Festival announced its foray into the puja essentials segment with the launch of ‘Samarpan’
The widest range of puja samagri and puja category products for domestic & export markets. The product portfolio includes Camphor, Bhimsaini Camphor, Chandan Tika, Diya Batti, Sambrani Dhoop Cups, Agarbatti, Puja Oil, and more targets diverse consumer needs today for daily prayers and festive fervor.
Zed Black has been consistently recording a double-digit year-on-year rise in volumes by processing over three crore incense sticks and selling over 15 lakh packs every day, making it one of the largest selling agarbatti manufacturers and retailers in India and also the leading incense sticks exporter in the country.
“For agarbatti and dhoopbatti, the market sentiment looks quite promising, as it is every year during the festive season that contributes to the sector immensely each time. The launch is in line with Zed Black’s focus on accelerating innovation with multiple offerings, strengthening its puja samagri portfolio, and expanding its presence across all forms of retail market”, shared Ankit Agrawal, Director, Mysore Deep Perfumery House & Zed Black.
The current agarbatti market is pegged at Rs 7,000 crore, and Zed Black commands a market share of nearly 20% of the organized market with its brands Zed Black 3 in 1, Manthan Dhoop, Manthan Sambrani Cups, Aarogyam Camphor, Zed Black Pineapple, Shriphal, Gauved Sambrani Cups, Aromix and Nature Flower Gold and Cian. The company has now forayed in the 2000cr+ puja essentials market and ramped up capacity with its new factory at Kshipra Village in Indore, Madhya Pradesh, for the festive season.
“Over the years we have observed how the consumers have evolved in terms of choices & buying habits. The latest trend that we have seen is that consumers are looking at value for money products and opting for monthly packs hence the diverse portfolio. We have also launched Samarpan Nano, the budgeted incense pouch. Consumers today have become conscious of their choices and value-proposition, and branded agarbatti, and Puja products are taking precedence in their purchase decisions”, shared Anshul Agrawal, Director, Mysore Deep Perfumery House, on the changing dynamics of the incense sticks industry.
The company is expecting upto 25% growth in sales this festive season ably dominated by its flagship PAN India brands Zed Black 3 in 1 incense sticks endorsed by Legendary Indian Cricketer M S Dhoni and Manthan Dhoop & Bamboo-less Dhoop Sticks and Pure Sambrani Cups category promoted by Bollywood Superstar Hrithik Roshan.
The puja essentials range from the house of MDPH is the widest available in the market in terms of packaging and quantity. Zed Black ‘Samarpan Camphor’ is Available in Jar (2g,4g, 15g, 30g, 80g), Pouch (10g, 500g,) & ‘Samarpan Camphor Slab’ in Zipper packaging in 15g & 50g. Also launched is Zed Black ‘Samarpan Bhimseni Kapoor’ which is the purest form of camphor and is available in 50g & 100g packaging. Zed Black is looking at countrywide distribution in the coming months.
The company has also launched ‘Samarpan Pooja Oil’ available in 500 ml & 1000 ml sizes in the market. ‘Samarpan Chandan Tika’ which is a purest form of sandal, made available in 40g & 65g packaging is also launched. Other puja essentials launched this festive season are ‘Samarpan Diyabatti’, available in round batti & long batti along with its quintessential range of Samarpan 5 in 1 Agarbatti range in 100gms, 250gms & 500gms in zipper packaging.
While speaking about their expansion plans to meet the domestic and global needs of the industry, Ankit Agrawal, further adds, “After 2019 when the Centre announced its policy to encourage local manufacturing we have begun backward integration to produce our own raw incense sticks and have been investing in setting up modern manufacturing units near Indore in Madhya Pradesh making it country’s biggest raw agarbatti manufacturing unit spread across five units over a total area of 9,40,000 sq. ft providing employment and skilling to 3500 unskilled workers”.
The brand today is one of the top 3 agarbatti manufacturers in the country. The company also has set a strong global footprint with exports to 40+ countries like USA, Brazil, Ethiopia, Netherlands, Australia, Malaysia and more in 6 continents and employs 3500+ rural population, out of which 80% are women workforce.
About MDPH: Since its inception in 1992, Mysore Deep Perfumery House with, its flagship brand Zed Black 3-in-1 is amongst the key players in the organized agarbatti sector providing the highest quality range of agarbatti, dhoopbatti, dhoop cones, dhoop sticks, essential oils, hawan samagri and more accounting to a vast range of over 1200 products. The brand today is one of the top 3 agarbatti manufacturers in the country, processing over three crore incense sticks and selling 1.5 million packs per day. MDPH employs 3500+ rural population and empowers 80% of are women workforce. The company has set a strong global footprint with exports to 40+ countries like the USA, Brazil, Ethiopia, Netherlands, Australia, Malaysia, etc., in 6 continents.